Lead Scoring in Intercom for Ecommerce

Integrating Summit &


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Lead Scoring

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This workflow tests the level of fit between your ideal customer and a contact email address. If you want to assign points based on prospect behavior, please check out our intent scoring integration.

The integration of Summit's lead scoring app with Intercom provides a sophisticated solution for evaluating potential leads against a business's Ideal Customer Profile (ICP). This powerful combination leverages Summit’s analytical scoring capabilities and Intercom’s customer communication and engagement tools. Here's an overview of how this integration enhances the lead scoring process:

Defining your ICP for Ecommerce

In the Ecommerce industry, an ICP might include attributes such as geographic location, demographic data (age, gender), and income level. For instance, a luxury fashion ecommerce site may define its ICP as high-income individuals in urban areas aged 25-40. Using Summit, combined with data from an enrichment provider like Clearbit, leads can be scored based on how closely they match these attributes. Additionally, Summit's weather and location-based scoring can help identify leads in regions experiencing seasonal changes, aligning with specific product offerings (like winter clothing in colder regions).

Sweet Spots & Partial Matches

Instead of using strict conditionals such as greater-than, less-than, or equals to, Summit uses statistics to match your visitor or customer against your ICP.  This means you can treat your ICP definition as a sweet spot rather than a hard line, and Summit will automatically give contact's higher scores as they approach your ideal.  For an ecommerce app, this might mean that your ideal customer may earn more than a certain amount per year, or have a certain number of purchases in the past year, but Summit will award partial credit for contacts that don't exactly match these quantities.

Enrichment Included

A key ingredient in lead scoring is a rich profile of your contact, describing both their individual attributes and attributes about their place of work or geography.  Traditionally, requires a separate, existing subscription to a provider such as Clearbit, and this data then has to be fed and integrated into your Intercom account before lead scoring can be done.

Summit's integration with Intercom makes this step obsolete, as all subscription tiers come pre-bundled with access to the enrichment data you need to score leads.  Simply send Summit an email address (a contact), and Summit will take care of enriching the contact using Clearbit's industry-leading enrichment service. This pre-processing of your contact provides your scoring app in Summit with all the data it needs to run and score your contact.

Does this mean you can't bring your own enriched data into the mix?  Not at all!  Because your lead scoring app in Summit is no-code editable, you still have the flexibility to pass in any of your own data or attributes from your Intercom account.

Getting started with lead scoring in Summit is as easy as having a list of contacts in your Intercom account and a basic understanding of your ideal customer profile.  Summit handles the rest.

Input Parameters and Intercom Data Management

Summit’s app leverages various data points about a lead, sourced from both Summit's included enrichment data and any additional contact attributes stored in Intercom. These include:

For B2C merchants:

  • Email: Contact's email address.
  • Location: Geographic locations of the contact compared to the ICP.
  • Preferences: Consumer preferences, utilizing contact attributes from Intercom.

And for B2B merchants:

  • Company: Corporate estimated revenue, and funding information, easily tracked through Intercom’s customer data.
  • Role: Job title, department and rank within an organization, information that can be linked to customer profiles in Intercom.
  • Headcount: Employee range and specific ICP employee count, which can be compared with business customer data stored in Intercom.
  • Industry: Industry and ICP industry preferences, categories that can be matched with Intercom’s customer segmentation features.

Scoring Mechanism and Intercom Segments

For B2C merchants:


Measures geographical distance using location data available in Intercom.


Match any survey data on likes and dislikes with target personas for particular items.


Matches current and forecasted weather conditions at a geography with seasonal demand drivers.

For B2B merchants:


Summit assesses the email’s format and domain to gauge its business relevance.


It matches the lead’s industry with the ICP industry, using Intercom's segmentation tools for accurate targeting.


Employee count comparisons are enriched by Intercom's data on business customers.

Revenue and Funding

Financial assessments are conducted, utilizing revenue and purchase data available within Intercom.


Scores leads based on job titles and departments, information potentially gathered through Intercom's B2B interactions.


Geographic distances are calculated using location data available in Intercom, aiding in regional targeting.

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Summit assesses the email’s format and domain, integrating this with Intercom’s data to determine its relevance to the business.


Matches the lead’s industry with the ICP industry, using Intercom’s industry categorization for precise matching.


Compares employee counts against the ICP, utilizing company data available within Intercom.

Revenue and Funding

Financial data is evaluated, potentially enriched by Intercom’s insights into customer’s professional profiles.


Scores leads based on job titles and departments, a process that is deepened by Intercom’s role-based segmentation.


Measures geographical distances using location data available in Intercom.

Output Metric and Reporting in Intercom

  • An overall score from 0 to 5 is generated for each lead, which can be integrated into Intercom for enhanced customer profiling and segmentation.
  • Each scoring factor is given a percentage evaluation, providing detailed insights within Intercom on how each attribute contributes to the lead’s overall suitability.

Flexibility and Customization with Intercom

  • Summit’s lead scoring app allows for on-the-fly adjustments to the ICP, aligning well with Intercom’s dynamic customer profile updates and segmentation features.
  • The app’s no-code, editable nature means that Intercom users can easily tailor scoring criteria and weights to suit specific business strategies and customer engagement models.


Integrating Summit's lead scoring app with Intercom provides a nuanced and data-enriched method for businesses to evaluate potential leads. This integration ensures that leads are scored using a broad range of data points, enhancing the precision of customer targeting and segmentation within Intercom. As a result, businesses can focus their efforts more effectively on the most promising leads, aiming to improve conversion rates and optimize the overall efficiency of their customer engagement and marketing strategies.

Everything you need to start scoring leads today.

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